Posts Tagged 'brand placement'

blending the 4Ps

domino's doors c-o springwise

The trendspotters over at Springwise featured this great piece of activity from Domino’s Pizza in the Netherlands, developed by agency Indie Amsterdam.

They’ve placed ‘doors’ in parks and on beaches, highlighting the fact that Domino’s will deliver almost anywhere, provided the location is within the catchment area of one of its stores.

These ‘doors’ serve as actual delivery ‘addresses’, expanding the brand’s sales opportunities, but they obviously double as engaging communications too.

They’re a great example of something I’ve been thinking about quite a bit recently: the convergence of communications and distribution.

In a world where ubiquitous access to brands is becoming increasingly realistic, and where even the boundaries between product offerings and advertising are blurring (Nike’s Run London being a good example of something that fits in both disciplines), the lines of demarcation between the classic 4Ps are blurring.

This is very exciting: for those with creative minds, this evolution into ‘transmedia offerings’ opens up a whole new universe of opportunities.

Expect more on this soon…

Image taken from the Springwise article, with many thanks.

influencing influence

eskimon's paid opinions

Paid opinions are a hot topic for discussion at the moment.

In the past 24 hours, PSFK, Marketing Pilgrim, and 1000Heads have all shared some great thoughts on the subject.

While reading their posts, it occurred to me that people view this issue quite differently, depending on the context.

That’s not surprising – context is always critical – but which specific elements influences our perspective?

In the ‘offline’ world, we seem to have little issue with paid endorsement.

Sports players invariably endorse the brands they use, and most of us seem comfortable with that.

The thinking seems to be,

“If Tiger’s success depends so heavily on the clubs he uses, surely he wouldn’t compromise his success to endorse a brand he doesn’t trust?”

Similarly, come Oscars time, gossip columns lead with stories on which designer was ‘chosen’ by each celebrity.

“If Angelina’s success depends so heavily on looking great at all times, surely she wouldn’t compromise her look by wearing anything less than the best label?”

Such sponsorship seems acceptable to most people.

But when it comes to sponsored editorial and opinion – especially online – people adopt a very different standpoint.

“If a blogger is being paid to review a brand, their review will inevitably be biased”

Why this change of perspective?

Blogging success is (usually) determined by readership, and that readership depends on the respect and trust of the blog’s followers.

So why would any sensible blogger compromise their success for any brand that pays them?

It seems ironic that, when it comes to sponsorship, we place less faith in the actions of the people whose opinions we normally trust than we do in those of celebrities and sportspeople.

What do you think?

I’d love to hear your thoughts in the comments section below.

relevant placement

This is an epic trailer from Factor Films that has a neat piece of brand placement by Sweet Protection.

With this kind of air, you’re going to need decent headgear:

Reminds me of this piece from Adam Kimmel.

Thanks to oneplusinfinity

don’t topple your tipple

this simple yet addictive game effectively builds coke zero’s brand personality.

the objective is to race elliott sadler’s nascar round the virtual track without spilling the bottle of coke zero on the bonnet.

for those who want more racing-related brand fun, check out intel’s new site too.

have a go at rooftopracer | from adverblog


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